新媒体视域下高校师生形象在短视频中的塑造与传播研究

Research on the Shaping and Dissemination of the Images of College Teachers and Students in Short Videos from the Perspective of New Media

摘要: 随着短视频的普及，它已成为人们获取信息和分享生活的重要方式，尤其在年轻人中受欢迎。在这种背景下，短视频平台不仅是娱乐和社交的场所，还渗透到教育领域，成为高校展示形象和传播文化的重要窗口。高校师生在短视频中的形象备受关注，承担着展示高校精神风貌、提升社会认同的责任。短视频的碎片化和娱乐化特性对高校形象有双重影响：一方面，它可以直观生动地展示校园生活，使公众更了解高校氛围；另一方面，追求流量的片面内容可能会影响高校形象的严肃性和学术性。为此，本文分析了主流短视频平台上的高校师生内容，探讨真实性、创意性、多样性等因素的影响，并提出形象塑造策略，如注重内容真实性、鼓励师生参与制作、优化推荐机制等。

Abstract: With the popularity of short videos, it has become an important way for people to obtain information and share their lives, especially among young people. In this context, short video platforms are not only entertainment and social venues, but also penetrate into the field of education, becoming an important window for universities to showcase their image and disseminate their culture. The image of teachers and students on short video platforms is highly concerned, and they bear the responsibility of showcasing the spirit of the university and enhancing social recognition. The fragmented and entertaining characteristics of short videos have a dual impact on the image of universities: on the one hand, it can vividly and directly showcase campus life, making the public better understand the university atmosphere; on the other hand, the one-sided content that pursues traffic may affect the seriousness and academic nature of the university image. Therefore, this article analyzes the content of teachers and students on mainstream short video platforms, explores the influence of factors such as authenticity, creativity, and diversity, and proposes image shaping strategies such as paying attention to the authenticity of content, encouraging teachers and students to participate in production, and optimizing the recommendation mechanism.